The Impact of Technology

THE IMPACT OF
TECHNOLOGY
Assignment 2 Task 1
Presented by: Joanna Peristiani

Technology is part of our everyday lives, whether using it to communicate, learn, work, or for entertainment.
The impact and usage of technology and digital devices often means the mobile phone is the first thing we
pick up in the morning, and the last thing we put down at night.
Not only is it shaping daily behaviour, but it's also influencing consumer purchase and engagement
decisions. E-commerce websites have evolved to become global marketplaces that house products and
services customers need.
Consumers are also more knowledgable about technology (e.g., use of ad blockers) and this in turn affects
their contemporary online behaviour.
This use of technology not only impacts consumers, but also influences organisational strategies to market
their products or services online.
INTRODUCTION

2013 2023
ACCESS TO THE INTERNET
5.18
billion
users
(64.6% of
worlds
population)
2003
1995
16 million
internet
users
(0.4% of
world population)
719 million
internet
users
(11.1% of
world
population)
2.8 billion
internet
users
(39% of
worlds
population)
The internet originally served as a means of communication for US researchers, engineers, and scientists. From the
1990s, there was big transformation which lead to a surge in the internets popularity.
By 2006, there were over one billion internet users (Statista, 2016). Over time, access to the internet propelled and less
than 30 years later, 64.6% of the worlds population access to the internet (Statista, 2022)
(Internet World Stats, 2023)

China India USA UK Argentina
1,250
1,000
750
500
250
0
LOCATION METRICS
China ranked the highest for
internet usage at 1.05 billion
users.
The third ranked country is the
USA with around 311 million
internet users.
Figure 1; Countries with the largest digital populations in the world as of
January 2023 (in millions) according to Statista (2023)
Statista (2023)
Where do people access the internet the most?

Affordable / Accessible
The costs to use the internet are out-weighed by the amount of benefits and
opportunities it provides. It's also very accessible; free wifi is available and advertised at
most places.
WHY DO PEOPLE USE THE INTERNET
Inclusivity / Digital Participation
72% of North Americans from the United States use at least one social media platform -
(Pew Research Center, 2021). The human need to belong would imply people use the
internet and socal media websites to satisfy and fulfil a fundamental human experience
to belong and be included within society.
Daily Necessity
Many jobs require connection to the internet - 63.5% of Americans agreed they
could not do their jobs without a strong internet connection (Allconnect, 2020)

12.7% of full time employees
work from home
28.2% work hybrid model
93% of employers plan to
continue conducting job
interviews remotely
THE WORKPLACE & EDUCATION
Tech increases engagements
with course materials by 71%
99% increase since 2020 of
use of digital devices in
schools
(Baruffati, 2023)
(Haan & Main, 2023)

GENDER
The internet usage was
found to be higher for
15 and 24 years olds
across all regions
(Statista 2022).
AGE
92% of the population of
the countries with high
income reportedly used
the internet opposed to
only 26% of low income
markets (Statista 2022).
INCOME
OBSTACLES TO INTERNET ACCESS
As of 2022, there is a 6% difference between female internet users worldwide compared to males. This gender
difference varies depending on the location. E.g., countries in Arab States and Africa exhibit a higher gender disparity
compared to regions such as Europe (Statista 2022).
There is a mild
association between
internet use and urban
upbringing (Yasuma et
al. 2021, 18)
URBANICITY

78%
of respondents owned and
had access to a laptop.
88%
survey respondents
admitted to owning a
mobile phone.
DIGITAL DEVICES USED BY AUDIENCES
In 2019, Lee and Calugar-Pop reported that smartphones were the most widely used devices, a trend also supported by
StatCounter's (2020) data, which indicated that 50.38% of web traffic originated from mobile devices, surpassing
laptops (46.51%) and tablets (3%).
of respondents self-
reported owning a tablet.
(Lee & Calugar-Pop, 2019)
65%

According to Statista (2022), the number of smartphone users is on a
consistent incline, with reports demonstrating 4.435 billion people were
smartphone users in 2017 compared to 6.648 billion in 2022. Currently,
the global number of phone users stands at 7.33 billion which is 91.21%
of the worlds population.
Why the smartphone? It's easy to use device that does it all, it allows
you to access the internet, communicate with others, manage time or
finances and is a form of entertainment. It's portability, diverse abilities
(entertainment, communication, time or finance management) and user
friendly applications making it easy to use highlights just why the
smartphone is a piece of technology shaping modern lives.
MOBILE PHONES - PRIMARY DEVICE USED

Figure 2; Digital devices used by audience by popularity (Kemp, 2023)
Smartphone
42.3%
Laptop
25.3%
Tablet
13.8%
Smartwatch
12%
Smart Home Device
6.5%

THE SMARTWATCH OVER TIME
The global smartwatch market size in 2020 = 18.62 billion.
Expected market size by 2028 = 58.21 billion.
(Fortune Business Insights, 2022)
Simplifies life.
Offers features such as: navigation, fitness tracking, notification checking
Health conscious society post pandemic
Larger emphasis on health and wellbeing.
Modern features of smartwatch monitor body health.
Accessible Substitute
High spenditure in developed economies fuel demand for
smartwatches as a substite for luxury watches

Europe & Central Asia North America East Asia & Pacific South Asia
60%
40%
20%
0%
Even though smartphones are
one of the most popular used
pieces of tech, we can see how
much people have to invest in
them due to their cost.
Figure 3; Average cost of a smartphone as a % of average monthly income by
region in 2022 (Alliance for Affordable Internet, 2022)
THE COST OF DIGITAL DEVICES USED BY
AUDIENCES
This graph shows just how much
people are willing to invest for a
smartphone by region.

21%
Samsung
PRODUCT; IF THE SMARTPHONE IS SO POPULAR,
WHICH PRODUCTS DO PEOPLE USE?
Top Mobile phone brands in world depending on their market share (MBA Skool Team, 2023)
12% 10%
Opportunity
Apple
18%
Xiaomi

original price inflation adjusted
2007 2012 2017 2022
$1,000
$750
$500
$250
$0
Figure 4; A line chart to show the original price and inflation
adjusted price of iphones every 5 years (Khan, 2023)

DIGITAL DEVICES
USED BY
AUDIENCES
communication
entertainment
reminders
organisation
navigation
finance
contacts
remote working
emergencies
calculator
flashlight
live news
crime prevention and evidence gathering
learning and research
It's more than just access to the
internet
List of opportunities digital devices
provide (Goodman, 2023)

Email Entertainment Social Media Online Shopping Communication
60%
40%
20%
0%
INTERNET ACTIVITIS
Figure 5; Popular internet activities according to internet users worldwide in 2017 using a phone (Statista, 2017)
USES OF THE DIGITAL DEVICES

1/4 of internet users aged 16 to 64 use voice search on a weekly basis.
GOOGLE
SEARCH
7
8
%
of online search behav
i
o
u
r
HOW CUSTOMERS SEARCH FOR INFORMATION
3 in 10 working age internet
users say they used image
recognition tools in past 30 days
1/4 of worlds internet users aged
16-64 say use social media for
inspiration for things and to buy.
VOICE
SEARCH
USE OF
SOCIAL
MEDIA
IMAGE
SEARCH
(Kemp, 2023)

HOW CUSTOMERS SEARCH FOR
INFORMATION - PLATFORMS OVER TIME
Figure 6; Ortiz-Ospina (2019)

WHERE CUSTOMERS SEARCH FOR INFORMATION
(Martin, 2023)
Entertainment News / eve
n
t
s
ResearchBr
a
n
d
s
TikTok used for
entertainment.
People prefer Twitter (61.2%) and Facebook
when looking to keep up to date with current
events and the news.
Instagram is the preferred way
to search for brands and
products (62.3%).

HOW CUSTOMERS SEARCH FOR
INFORMATION
Organisations work on strategies to have their website rank well in the hopes
of winning more organic clicks.
Number 1 organic result on google is 10x
more likely to receive a click compared to
the 10th spot
(Hubspot n.d.)

1982: first e-commerce
company 'the boston
computer exchange' -
was an online
marketplace for people
to buy and sell used
computers
1990s Jeff Bezon
launched amazon
which was an online
book marketplace
confinity (now
paypal)
Google introduced
tools for businesses
to promote their
products in the
200o's
WHAT DO CUSTOMERS BUY ONLINE
BRIEF HISTORY OF ECOMMERCE AND ONLINE SHOPPING
cyber-monday
surpassed one
billion sales in 2010
e-commerce sales
reached 82.5 billion
in 2020
global pandemic
saw closure of
traditional brick and
mortar stores, more
movement online
(Ang, 2021)

Apparel - $1.53 trillion
Technology - $1.14 trillion
Footwear $381.9 billion
Pet care $280 billion
Toys $104 billion
1.
2.
3.
4.
5.
popular categories based on current market value
(Ashique, 2023)

High street stores have adapted to adopt the use of technology to optimise their customer
journey approach. For example, alongside websites, shops offer their own apps and offer in-
app online incentives to promote use.
78% use retailers mobile apps more often or about the same as last year.
Mobile apps were used for loyalty cards, coupons, click and collect services, mobile self
check out services.
In comparison to 2022, 2023 saw 74% of retailer app growth. This was largely due to
immediate incentives customers were able to access.
(Business Wire, n.d).
A MODERN APPROACH

Pro's of online shopping
convenience and flexibility
wider range of products
cost effective
time saving
no queues
WHAT CUSTOMERS BUY ONLINE
Online vs offline purchasing
Con's of online shopping
physically inspect product
pick up (no need to worry about delivery
less risk of fraud and scams
personal interaction
immediate gratification
personalised service

ONLINE VIDEO CONSUMPTION
post pandemic attention spans
Videos are more important now than ever before!
Due to the decrease in attention spans of audiences, organisations are opting for short form content.
Tiktok has played a key role in promting the rise of short form media.
Other platforms are beginning to tailor their approach and are responding by adjusting their algortithms.
(Markov, 2022)

ONLINE VIDEO
CONSUMPTION
Live streaming represented 61% of the market share
in 2021
52% of people are more likely to share a video
75% viewers watch short form video content on
different devices
66% watched video content to learn about brand or
product
(Grand View Research, n.d.).
ONLINE VIDEO CONSUMPTION Figure 7; Cottonbro studio. (2020) ‘Browsing YouTube’ [Photograph]

FIGURE 8; POPULAR TYPES OF VIDEOS ON THE INTERNET BASED
ON VIDEO CONSUMPTION STATISTICS IN 2023
Music Video Viral Video Livestream Sports Educational Product review
50%
40%
30%
20%
10%
0%
(Oberlo, n.d.).

WHY DO PEOPLE WATCH VIDEOS
relax
36.2%
Entertainment
29%
explore passion
14.7%
learn something new
12.7%
escape daily life
7.5%
In the past, people may have turned
to television to help them relax.
Recent statistics shows this need for
watching videos remains consistent
(Bump, 2023)
Figure 9; A pie chart to show why people watch
videos online in 2023

CONSUMER TRENDS
Consumers are no longer limited to single gadgets when using technology. The modern world
is seeing a surge in popularity of wearable technology such as the smartwatch and many
people own multiple devices. Organisations may begin to offer smartwatches to employees
in a way to reduce insurance costs in the near future.
The benefits of using technology daily has lead to customers seeking for the best shopping
experience and are more likely to purchase from user friendly websites that offer the best
buyer journey.
Consumers are educated about the impact of technology on shopping experience. Kiran and
Desiata (2023) report 42.7% of internet users use ad blockers.
CONSUMER TRENDS

CONSUMER TRENDS
Consumers use of multiple devices has prompted omnichannel marketing strategies where
organisations should adapt their content to fit different channels and devices.
Although modern technology has significantly progressed within the past 20 years, the
motives of watching video content (to relax) remain consistent.
CONSUMER TRENDS

SUMMARY
Technology and internet access is so much more accessible in the modern day, this had lead to
a continuous incline in internet users globally. Although there are barriers to internet access such
as income and location, more than half the words population are internet users.
Technology is beyond shaping lives, but rather an integral part of life.
Research shows that people are more likely to search for information on their phones, and
recently, the popularity of social media search and voice search is on the rise.
Global events have also contributed to the impact of technology on ourlives. For example, the
global pandemic saw many business move online as their traditional brick and mortar high street
stores closed. Furthermore, the decrease in attention spans has lead to a rise of short form
media content. These insights allow organisations to strategise their marketing approaches to
cater for a digitalised market space where visuals are more important than ever.

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